On January 2018, Mark Zuckerberg wrote, “As we roll this out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard—it should encourage meaningful interactions between people.”
So, do not be surprised if your page and post are not performing well or why your CPC (cost per click) is much high than before.
We’ve collected all updates and explained what they changed in Facebook’s advertising ecosystem. Be aware of new advertising limitations you have and share it with your business friends.
- Facebook refused using third-party data for targeting.
Back to 2013, Facebook started using data from huge data brokers, such as Experian and Acxiom and launched a new feature for targeting called Partner Categories.Here is an example of Partner Category. They were displayed as any other targeting options so you may be surprised why some of your favorite targetings are gone.In 2018 partner categories are gone. So advertisers now have less advanced options for targeting.Facebook stated that the company won’t use any third-party data anymore and will rely only on its own resources in order to be sure that all data used for targeting was attained rightfully.
- Facebook stopped showing reach estimate for custom audiences based on e-mail or phone lists.
I love this function a lot, I can upload my email database list and let the Facebook target my audience or similar audience.
Ooops… From now it’s much harder to define how many people has Facebook matched from your e-mail/phone list. Now you have no idea of what’s your audience size. Thus it’s more difficult to predict how many people can be reached within a particular audience.
- Facebook stated it will require a proof that advertiser has collected e-mail or phone list for a custom audience legally.
Same as email, it is important to let your user know where they have signed up for your newsletter. I’m not a fan of buying into email list, because quantity does not mean quality. It may cause your email to go into the junk folder and now even risk of getting yourself banned from Facebook ads.Changes:
If you can’t show any evidence that the list is rightfully attained, your ads will be banned. So, buying even high-quality lists won’t make sense quite soon. And you have to double check your opt-ins if you haven’t done it yet.
- Advertisers are prohibited to share custom audiences with other business accounts.
Right now it is not clear enough how this prohibition will work, so we’ll see it soon. However, it looks like we won’t have an option to share pixels within different ad accounts. We’re still not sure, if it would be ok to use one pixel on different websites then.
- Apps that were not used for 3 months by a particular customer lose the access to his data.
This update affects not only suspicious apps which are manipulating access they have to retrieve as much data as they can, but also transparent products and applications, including ads management tools. It is time for apps to pay more attention to retention strategy. As a customer, you need to take some actions time after time in apps you’d like to remain active.As a business owner is important to keep engaging your customers as much as possible through quality contents, events, promotions or advertising. If they are not engaging to your page or post, chances are it will be harder to reach out to them after 3 months.
- Facebook reduced the data which consumers can give to apps during sign in. Now it is Name, profile photo and e-mail only.
Changes:Want more data? Make customers believe that your app is worth it. Some of the fields, which are now not accessible:
List of friends
- Facebook will verify advertisers who are running any political and issue ads. Advertisers now have to confirm their identity and location. Organizations or persons who are not able to prove their identity will be banned.
If you work for political organizations or even in non-government sector, tough times are coming to you. It is likely to take more time now to start a new campaign or a new ad account in Facebook business manager even if you are a real person from a transparent organization. Facebook even decided to send a physical postcard with a verification code to advertisers who want to promote politicians during elections.As a business owner, I think we are quite safe from this unless you are selling political products.
- All political or issue ads will be labeled to show customers who exactly pays for that promotion.
Anonymity for advertisers is gone. Transparency is an absolute right step, but it may hurt the opposition in states with dictatorship regimes which want to boost their posts, but need to stay nameless.I don’t think any of our Singapore Politicians will spend on ads, do they?
- All users who manage big pages will be verified. They have to prove their identity.
It seems that this update will impact not only political pages but other fields as well. So if you are a huge publisher or a brand with big audience, get prepared for an active dialogue with facebook’s admins. Facebook even acquired a startup called confirm.io that is focused on a documents verification. It might help FB to deal with this issue. Even if you do not have big pages with huge followers, but if you plan to advertise and make use of the Facebook social platform, it will be a good practice to ensure your website or landing page are legit and running an actual business. Facebook will not hesitate to close down your Facebook page (including your personal account that is used to create the page) and Facebook ads account.
- Facebook hires more than 20 000 people for manual content review.
Ad reviews will become more detailed and strict. According to efforts we see on Facebook, it is going to be much hard to overplay Facebook and promote prohibited topics, for example, ICO or cryptocurrencies.Since last year, they have already started clamping down advertisement which says “Are you overweight”, “Weight loss plan”, “Loans” etc. They may even go to the extent of going to your website or landing page to check out your business. You can read more about Facebook Advertising Policies.
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